A/B Testing

A/B Testing is a controlled experiment that compares two versions of a webpage, ad, email, or other asset to determine which performs better based on a specific goal—such as click-through rate, conversions, or engagement. One version is the control (A), and the other includes a variation (B). By testing a single change at a time and measuring user behavior, A/B Testing helps marketers make data-driven decisions, reduce guesswork, and continuously optimize performance.